The once-fervent excitement surrounding American burger chain Five Guys in Australia appears to have evaporated, with new photographs revealing one of its Sydney restaurants sitting almost completely empty.
The Fading Buzz for a Once-Popular Chain
A little over four years ago, the launch of the first Australian Five Guys in Penrith, west Sydney, created a sensation. Massive crowds and queues stretching around the block were a common sight as burger enthusiasts flocked to try the much-hyped import.
Fast forward to today, and the scene is starkly different. A recent photo taken on a Tuesday afternoon at the Five Guys branch in Martin Place, located in Sydney's central business district, showed the venue largely deserted. This is particularly notable as this location had the potential to be one of the chain's busiest in the country.
Online, dozens of commenters responding to the image were unsurprised, overwhelmingly pointing to one primary reason for the lack of patrons: the cost. Many Australians now claim the 'hype has died off' and that several stores are often seen empty.
The Price Point Predicament
The debate over Five Guys' value is fierce. On one side, customers argue the menu is simply too expensive for what is essentially fast food.
'Every one of these boutique burger shops is twice the price of a fish and chip shop, for a much worse burger,' one person wrote. Another questioned, 'Isn't the whole point of fast food is that it's just simple cheap food?' while a third succinctly labelled the chain 'Overpriced and overrated.'
However, a minority of defenders believe the higher price is justified. 'No question a premium product but pretty good in my opinion,' one supporter commented, with another declaring, 'These are the best burgers in Sydney.'
The figures speak for themselves. A standard hamburger costs $17.90, while a cheeseburger is $19.90—jumping to $22.90 with added bacon. Sides are also premium, with chips starting at $6.90 and milkshakes priced at $10.90.
Location and Lack of Uniqueness
Beyond price, industry experts suggest deeper issues are at play. Hospitality consultant Michael Vale told News.com.au that the chain's apparent struggles could be traced back to poor location choices.
Since its 2021 debut, Five Guys has opened only five Australian stores: three in Sydney and two in Melbourne. This is a small footprint compared to its vast network of 1,400 stores in America and over 200 elsewhere internationally.
Mr Vale noted that the first store in Penrith was a stand-alone restaurant difficult to access from the Sydney CBD, meaning most residents would not make the special trip. While he believed the Melbourne locations were better situated in busy areas, even central Sydney spots had failed.
He singled out the Martin Place store, situated inside a busy Metro station, as a particular misstep. 'In Martin Place, they've got the Metro station. Unless you're catching a train, you're not going to go in there and one of those. I don't think so,' Mr Vale said.
Compounding the location problem, Mr Vale believes Five Guys has failed to offer something uniquely compelling in the competitive Australian market. He stated that if a restaurant does something special, the price becomes less relevant, adding, 'To me Five Guys is just another hamburger joint. What I feel is missing is it doesn't have a distinct point of differentiation.'
Daily Mail has contacted Five Guys' Australian operator, Blue Coral Concepts, for comment on the matter.
